When prospective clients first approach digital agencies, they usually come with their “wish lists” in hand. These wish lists will differ in length and depth depending on the company, but typically focus upon and around specific Key Performance Indicators (KPI’s) the company is looking to improve.
Explanations of what a KPI is and what it means for a business will vary greatly, but for today’s discussion, the following definition is as good as any we’ve seen lately:
“(KPI’s are) a set of quantifiable measures utilized by a company or industry to compare or gauge their performance, and how that performance relates to their ability to meet the operational & strategic goals set for the company.”
There’s an old marketing saying that’s simple: content is king. It’s true, too. The more original, relevant content you have on your site, the more of a following you can create, and the more SEO practices you can put into action.
Let’s take a look at why well-curated content is so crucial to your site.
When figuring out how to get on the first page of Google, it’s essential to understand that Google should crawl every page of your site. For example, the more blog posts you have, the more opportunities you have to put keyword research into practice. This effort will result in more readers and more customers.
In general, it’s better to have more links to your website, so try posting relevant, shareable, or exciting content. Readers will likely share links to your site on their blogs and social media. Get more backlinks, and Google will see your site as more of an authority worth promoting.
If you don’t currently have a blog page on your website where you can target keywords and harness the power of search intent to draw customers to your website and share your content, you’re probably not going to rank too highly on Google. Have a business blog and update it regularly, making sure that you target specific keywords and create engaging content.
Think about how you use Google. Do you write in whole sentences, or do you type in a selection of keywords and let Google’s “brain bots” do the heavy lifting for you? Most people, including ourselves, do the latter. This use of “key words” is where keyword research comes in. You need to know what keywords are of being searched for and which ones are not.
Keywords come in lots of different varieties. One of their critical identifying factors is their “difficulty,” referring to how hard it would be to rank on Google using these keywords.
For instance, let’s say that you’re a BMW dealership in Salt Lake City. There’s almost zero chance that you will move to the front page, or anywhere close to it, using the “BMW” search alone. Doing this will always bring up the company’s homepage, or corporate social media pages, a Wikipedia page, etc. And, since your BMW dealership will never outperform the BMW corporate digital marketing efforts, it is a tough keyword by which to try ranking your business. Instead, try to target “used BMW Salt Lake City,” and you’ll be able to rank!
If you’ve recently started your website, you might be using shared web hosting. This sharing is often cheaper than other alternatives, but it comes with some considerable downsides. “Shared” hosting means that the hosting provider stores your website on the same server with countless other sites. As processing power & bandwidth capacities are finite in any system, if one of those other sites uses a lot of bandwidth or a lot of the server’s computing power, your site will lag & suffer.
If you want to get the maximum performance out of your site, and the pages or content within, you should consider investing in a dedicated hosting configuration.
If your website design is too complicated, with many different transitions, buttons, effects, and more, it will take longer to load. It can also risk making your site look like a Geocities page, rather than a professional site.
Much like the “Keep It Simple, Stupid,” or KISS theory, if you want your site to project a professional look and improve its speed, choose a crisp, clean, and minimalist web design.
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